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MKT501 CASE MOD 4 Strategic Marketing Module 4 Case (Essay Sample)


11/19/19, 9&42 PM  Module 4 - Case PRICING & MARKETING PLAN IMPLEMENTATION Margins & Sales Volume Different industries have varied benchmarks for margins. For example in restaurants alcohol margins are usually much higher than food margins. In other industries, margins are affected by seasonal demand. Industry Research and Application Research your product/service’s industry with regard to mark-ups and contribution margins. Describe the industry Discuss the margins and markups on goods or services Discuss other economic factors that affect the mark-ups What marketing techniques can companies use to support the pricing schemes that support their margins? Use research from quality graduate-level resources and at least two articles from Trident Library’s full-text databases like (Academic Search Complete, Business Source Complete and/or Proquest Central). Stay away from consultant sites on the internet. Do not use any quotations. Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. For more information see Differences Between First and Third Person. Use the attached APA-formatted template (MKT501 Case4) to create your submission. Assignment Expectations Your submission will include: Listen 11/19/19, 9&42 PM of 2 Privacy Policy | Contact Trident University International’s cover page A 4- to 5-page paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion) The reference list page in APA format


Student Name
Strategic Marketing Module 4 Case
MKT501: Strategic Marketing
Professor’s Name
Date of Submission
Strategic Marketing Module 4 Case
The fast-casual and fresh Mexican food restaurant industry has grown in the US and a as more people eat out, there are choosing unique cuisines such as those that offer Mexican foods. The US restaurant industry has grown in the last few years, and performance is closely linked to the country's economic growth and changes in tastes and preferences. This is an evaluation of the restaurant industry, the industry markups and contribution margins as well as supporting prices and margins.
The food and restaurant industry players use different pricing strategies depending on the operations and their target market. In the cost plus markup pricing approach the price is determined by multiplying the item cost percentage by the markup and then adding the item cost. In the case of the expensive ingredients it would be more costly to use a high markup when compared to the cheap vegetables where even after using a high markup the food items are still affordable to the target market. Restaurants only serving niche market and small businesses tend to have limited Menu Offering such as fast- casual food items and drink items. On the other hand, there are those offering diversified product portfolio such as tacos, salads, sandwiches, hamburgers, desserts, ethnic cuisines as well as coffee and other beverages.

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